3 real case studies · concrete numbers
Exactly what we pulled out of 3 real Lokal360 projects
Masala Wrocław: 25,000 tour views in 2 months (6 groszy per view, 10-15× cheaper than Meta ads). MOXO Warsaw: ad CTR 2.8% vs 0.9% industry benchmark (3× better with a 360 panorama as the creative). Tatra Cottages: 70% direct bookings after the Bundle, 15-22% yearly savings on Booking commission.
CASE 1 · Restaurant · Wrocław
Masala: 25,000 tour views in 2 months, 6 groszy per view
25,000
tour views within 2 months of publication
6 groszy
average cost per view (one-off cost / number of views)
10-15×
cheaper than Meta ads for comparable reach
The situation
Masala is an Indian restaurant in Wrocław (located by the Market Square, main room + bar). A client since 2024, we work together regularly. The goal: increase the venue\'s visibility in Google Maps, reduce dependence on Meta ads (which kept rising in cost without a stable ROI).
What we did
- Premium tour, 8 panoramas (entrance, main room, bar, open kitchen, summer terrace, restroom, VIP room, garden).
- HDR blending from 5-7 exposures per panorama (mixed light: warm light at the tables, neon above the bar, daylight from the windows by the Market Square).
- Manual retouching: removing cables, sensors, sockets, competitors\' advertising screens.
- Publication on the Google Business Profile listing via a Google Trusted Photographer account.
- GBP optimization: categories, hours, weekly posts for 6 months.
What came out of it (measured in Google Business Profile Insights)
- 25,000 tour views within 2 months of publication (August-October 2024).
- +35% Google listing views (from a median of 2,200/month → 2,970/month).
- +22% "Directions" clicks (Google Maps directions).
- 2× "Call" clicks from the listing (before: 18/month, after: 36/month).
- Delivery: 1 day of shooting + 1 day of post-production. Total time: 2 weeks with planning.
The cost-per-view math
Premium tour, 8 panels: 1,690 PLN net, one-off. 25,000 views in 2 months: 1,690 / 25,000 = 6.76 groszy per view. A Meta ad with comparable reach (25k views) typically costs 800-1,200 PLN (3-5 groszy per impression, but external reach). Plus the tour keeps working non-stop, while an ad needs a budget every day.
What\'s next
After the tour\'s success, Masala took the Komplet Standard bundle (website + tour + GBP + 6 months of visibility) for a second location. The plan for 2026: 3-4 chain locations all under one brand.
"The tour doesn\'t disappear from Maps. You do it once, it works for a year. A Meta ad needs 800 PLN a month to get a second run.", owner of Masala (updated for the 2026-05-23 publication, the client agreed to be quoted)
CASE 2 · Office building · Warsaw Wola
MOXO Wola: Meta ad with a 360 panorama vs static graphics, CTR 2.8% vs 0.9%
2.8%
CTR of a Meta ad with a 360 panorama as the creative
0.9%
industry benchmark for real estate / commercial space
3.1×
more clicks from the same ad budget
The situation
MOXO is a class A office building in Wola (Warsaw, the former Generali office building). A lobby with a restaurant + office space for lease. The goal: marketing the B2B space rental, attracting corporate tenants (300-3,000 m² typical leases).
The hypothesis
A corporate tenant looks for an office building online (LinkedIn ads, Meta, Google Display). Static graphics (a photo of the lobby, a floor plan) convert poorly on clickthrough, because they don\'t convey the real space. Hypothesis: a 360° panorama as the ad creative will give a much higher CTR, because it stops the scroll and the client immediately sees the interior "live".
What we did
- Premium tour, 12 panoramas (main lobby, reception, restaurant zone in the lobby, 2 conference rooms, office corridor, a sample open space, terrace on the 6th floor, underground parking).
- Clip extraction from the panels: 6 clips of 10-15 seconds with subtle camera movement inside the panorama ("dolly through 360").
- Meta Advantage+ ads with the panorama as the creative (Facebook + Instagram, targeting B2B real estate decision makers).
- A/B test: 50% of the budget on the 360 panorama creative, 50% on static photos. 30 days, 6,000 PLN budget in total, a 50/50 split.
What came out of it
- 360 panorama CTR: 2.8% (on a 3,000 PLN budget: ~28,000 views, ~780 clicks).
- Static photo CTR: 0.9% (comparable budget of 3,000 PLN: ~28,000 views, ~250 clicks).
- 3.1× more clicks from the same ad budget.
- 15% lead-quality difference (panorama viewers were better qualified: they stayed on the site longer, filled in more forms).
What it means in money
With an ad budget of 5,000 PLN/month for promoting the rental (typical for a class A office building), switching from static graphics to a 360 panorama delivers ~2,200 PLN/month of value (more clicks × higher lead quality × conversion to a viewing).
The investment in the 360 panorama (10 Premium panels): 1,990 PLN net, one-off. Break-even after the first month of the ad campaign. The tour keeps working on organic visibility (Google Maps + search results) at no extra cost.
CASE 3 · Mountain guesthouse · Pieniny / Tatras
Tatra Cottages: 70% direct bookings, 15-22% yearly savings on Booking commission
70%
direct bookings after the Bundle (before: ~25%)
30%
bookings through Booking (18% commission saved on the rest)
15-22%
saved yearly on Booking commission alone
The situation
Tatra Cottages is a long-standing client of ours, a guesthouse with cottages in the Tatras-Pieniny area (Bronisław as the owner + a house in Zakątek Pod Tatrami). Before Lokal360: a typical setup for a small guesthouse in Poland. A website from 2018 by an agency (WordPress, poor PageSpeed, no schema). Bookings through Booking (18% commission) and Slowhop (12% commission). A Google listing existed, but had been inactive for 2 years. No 360 tour.
What we did
- Website migration from WordPress to a static Astro site (PageSpeed 99/100, under 1s loading on mobile).
- Premium tour, 12 panels (reception, lounge with a fireplace, 4 cottage types, bathrooms, terrace with a mountain view).
- Comprehensive Google listing setup: categories, hours, 50+ photos, weekly posts.
- Commission-free booking module: online availability calendar, inquiry form, automatic confirmation emails, Google Calendar integration.
- Local visibility for 6 months (GBP posts + basic SEO + review monitoring).
What came out of it (12 months later)
- Direct bookings: 70% (up from 25% before). Clients find the guesthouse on Google Maps, click into the tour, and book through our site.
- Booking: 30% (down from 75% before). Booking still works for clients who like booking through the app, but it\'s no longer the primary channel.
- Google listing views: +180% (from a median of 1,400/month → 3,900/month).
- "Call" clicks from the listing: +250%.
The yearly savings math
The guesthouse\'s yearly turnover ~480,000 PLN. Before: 75% through Booking (360,000 × 18% = 64,800 PLN in commission). After the Bundle: 30% through Booking (144,000 × 18% = 25,920 PLN in commission).
Yearly savings: ~38,880 PLN on Booking commission alone. The investment in the full stack (Komplet Standard 6,990 PLN + System Standard 5,999 PLN = 12,989 PLN one-off): break-even in ~4 months, the remaining 8 months of the year are pure additional margin.
What\'s next
After the success of Tatra Cottages, we\'re organizing a regional Pieniny pack batch (3-5 guesthouses in June 2026 with a 20% discount). Bronisław (owner of Tatra Cottages) as the local reference for new properties in the region.
"Booking isn\'t bad, but 18% every month is a second electricity bill. With a website and a tour, the client sees us direct in Google. After 4 months you can see the difference in the bank transfer.", Bronisław, owner of Tatra Cottages
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